Rolex will become a major long-term partner of Formula 1 from the 2013 season onwards, taking on the titles of Official Timekeeper and Official Timepiece. The Swiss-based brand, which is replacing Hublot, will provide the time at every Grand Prix next season and feature trackside in the form of advertising boards. Bernie Ecclestone "Without question Rolex is the partner of choice for a world class sporting series like Formula 1," said Bernie Ecclestone, CEO of the Formula One Group. "The brand’s prestige, the excellence of its watches as well as Rolex’s passionate and long-standing commitment to motor sports gives it true credibility. "Rolex has incredible sporting heritage and therefore Formula 1 is the right place for Rolex to be."